Salone del Mobile 2017 – A Hideaway Beach Concept by Dedon

At Salone del Mobile 2017, Dedon is presenting an ingenious and creative Hideaway Beach theme that has a natural character due to soft summer colours and a breezy spirit of luxury. The brand’s booth was designed by Werner Aisslinger and is best defined by a serene, comfortable, authentic, bright and relaxing atmosphere. Aisslinger directs the focus of visitors to a semi-circle of abstract water half-way along the wall which is completed by a vast mirror in order to create a distinctive visual effect, sort of like a “geometric oasis”.

Natural materials and thoughtful details — from oversized plants to view breaking curtains to leafy graphics by Bureau Borsche — transport visitors to a place of discovery and escape. Through shifting shadows created by hanging wooden lamellas, an eye-catching beach bar suggests a scene from some secret retreat.

According to Sonja van der Hagen, creative director of DEDON, “After last year’s inspiring journey to the jungle, it was time to return to the beach. But not just any beach. We were dreaming of a cozy hideaway — a place to relax and enjoy, meet friends and family, and celebrate our new collections. Werner understood this perfectly.”

Nevertheless, the most important aspect Hideaway Beach is the actual furniture exhibition which exudes luxury and elegance to no measurements. Some of the pieces that are being displayed in the brand’s stand are the Others by Stephen Burks’ new collection of animated lanterns and extensions of collections like BRIXX, TIBBO and MBRACE. Lastly, the pieces are separated by platforms of various heights, thus giving the spotlight to each piece individually.